From the perspective of the branded goods industry, the possibilities for influencing the market share of their national brands are limited, particularly due to the prohibition of vertical price fixing. On the one hand, the branded goods industry can attempt to manage the market share of their national brands by influencing product prices and the share of promotions for national brands. On the other hand, the branded goods industry can seek to increase the market share of national brands by affecting the share of brand variety among national brands.